bounce rate

The optimization industry is plagued most by a  poor acronym: CRO. Here is my reasoning for changing this damaging moniker.

The Importance of Acronyms

The three letter acronym (TLA) that defines an industry or organization is crucial to its success.
We all know of organizations who’ve been carried by their TLA. IBM comes immediately to mind. Here is a company that is universally recognized by its TLA. More recently, the search engine optimization industry has enjoyed significant success with the SEO TLA.
Industries with poor TLAs have fared much worse. Remember the WOM industry? Neither do we. In fact the entire social media industry has fallen on hard times due in part to the lack of a compelling TLA. SMM? Please! It’s basically a mumble.
Several industries have even consolidated their TLAs in an effort to get traction. Social media teamed up with local search and mobile to create Social Local Mobile, or SLM. When this didn’t work, they tried to slip a few more letters in. Hey, SoLoMo people, lower-case letters are still letters! This is really an acronym haiku.
Today, the TLA for the conversion optimization industry is CRO, or Conversion Rate Optimization. This is a sad moniker for a set of disciplines that offers so much promise. The conversion rate is the number of transactions or leads generated divided by the traffic for a given period of time. It is a metric of optimization, not the thing we are optimizing. Anyone can easily increase the conversion rate of any ecommerce site by cutting all prices in half. This would bankrupt almost any business, however.
Why Conversion Rate? It’s like naming our industry Bounce Rate Optimization (BRO) or Revenue Per Visit Optimization (RPVO). No, we don’t optimize conversion rates alone, so CRO is fundamentally flawed.
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CRO Alternatives

Despite the cool allusion to a black carrion bird, it cannot stand. We can say we optimize for conversion, and could call the industry “CO”, but a quick letter count reveals that this is a two-letter acronym (TA). We spend most of our time optimizing websites, so website optimization, or WSO would work. But we have to come clean and admit that “website” is just one word, and “WO” is a TA. Furthermore, WSO is owned by the World Safety Organization, so the Association of Three Letter Acronym Selection and Transfer (ATLASt) likely wouldn’t grant it to us.
We can upgrade our TAs to TLAs by adding ancillary words. Online Conversion Optimization gives us OCO. Since we’re really optimizing for revenue, we might embrace Online Revenue Optimization, or ORO. We could use the SoLoMo approach and call it OReO, but the makers of a certain sandwich cookie may take issue with this.

Submit Your Ideas to ATLASt

ATLASt LogoWe request that you submit your ideas for a new TLA to ATLASt. This organization is basically the ICANN of three-letter acronyms. Please note that it is an official MUO.
Submit your ideas on behalf of your organization or you as an individual. It doesn’t matter to the application process.
If we get enough conflict generated, ATLASt will have to do a poll to determine the proper TLA for our industry.
DON’T DELAY. SUBMIT YOUR TLA TO REPLACE CRO.

Join the Cross-out Protest

In addition, I recommend that you write CRO with the “R” crossed out anytime you use it on the web. This is our visible protest. Here is the HTML:

C<strike>R</strike>O

or

C<span style=”text-decoration:line-through;”>R</span>O

Use this in your blog posts, marketing or anywhere you want people to know that YOU DO NOT OPTIMIZE CONVERSION RATE ALONE.
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Search engine algorithms are evolving at higher paces than ever before. The frequent updates to these algorithms – especially Google’s search algorithm updates – have made it harder to “game” the system using Search Engine Optimization (SEO). This has forced companies to bring at least one SEO specialist on board in order to gain and keep high rankings for their websites in the search engine results pages (SERPs).
At the same time, advances in data-collection tools has made conversion rate optimization (CRO) one of the highest returns on the marketing investment (ROI). Ironically, CRO is one of the most underused activities in the marketing department.
This paradox becomes apparent once you consider that obtaining the click that brings someone to your website is only the first step toward converting the visitor into a paying customer. From this perspective, CRO carries the burden of managing the entire user interaction, as opposed to SEO, which arguably only brings the visitor to the “front door.”

SEO and CRO Are Meant to Work Hand-in-Hand

With SEO, the basic point of focus is the webpage. In conversion optimization, the central concept is a PPC ad and a matched landing page. Nevertheless, the principles of search engine and conversion rate optimization are undeniably compatible. In fact, here are a few fundamentals that apply to both SEO and CRO:

  • A conversion optimized page will prove user friendly and more likely to receive inbound links and referrals, thus improving SEO.
  • Having clear and relevant headlines, as opposed to excessively creative ones, will improve both SEO and CRO.
  • Using clear content hierarchy with proper heading tags will help with SEO and keep focus on the progression of the message, which will help with conversion.
  • A conversion optimized page should be using plenty of relevant keywords that match what visitors are searching for.
  • Replacing complex presentations with digestible pieces of content will improve your SEO and conversion rate.
  • Search engines will favor pages that are updated frequently. Keeping layouts and content fresh will prove beneficial for both SEO and CRO.
  • Pages that focus on a single topic or product achieve better search engine rankings and improve conversion rate.

SEO Factors Inform CRO Efforts

The SEO field has been revolving around the standards imposed by search engines, especially Google’s ranking factors. Some of these are documented by Google, some are relatively obvious, others are not confirmed, and some sit at the brink of speculation or wishful thinking.
Since SEO revolves around ranking factors, which basically dictate the actions and tools needed in this field, it’s only natural that the SEO insights most relevant to CRO are rooted in these ranking factors.

1. Focus on User Behavior

Conversion optimization is data-driven, much like SEO. Web analytics are your greatest asset, but you will need to do additional research into user behavior. Segmentation analysis becomes quite important. Ask yourself this: “How do different segments interact with your website, and how can you optimize their particular experiences?”
The user interaction factors most likely to be useful in CRO and impact on conversion optimization are:

  • Dwell time and click backs focus on how long people spend on your page before returning to the original SERP. Session duration is also important. It measures the amount of time people spend on your site and may be used as a quality signal by Google.
    Average session duration in Google Analytics

    Average session duration in Google Analytics


    If you’re having trouble differentiating dwell time, session duration, and bounce rate, read this article published by Neil Patel on Search Engine Journal. It will clarify the topic.
  • Bounce rate is used to calculate the percentage of users who navigate away from your site after viewing a single page. Bounce rate probably cannot be a ranking factor by itself. Metrics that can’t be applied broadly, with the objective of identifying relevant and quality content, usually are not Google algorithm factors. However, bounce rate will surely influence the way you strategize for conversion, especially in creating the A/B tests fundamental to CRO.
  • Direct and repeat traffic are powerful indicators of quality for Google. They use data collected through Chrome to determine how often users visit any particular site. Pages with a lot of direct traffic are favored in SERPs, because they are much more likely to contain quality and engaging content.

2. It’s Not Just the Landing Page, It’s Also the Website

Conversion optimization extends beyond single pages, creating what we call conversion paths throughout the website. SEO dictates that breaking up content into multiple steps is usually a bad idea. CRO specialists tell us that multiple-step landing pages can convert better, by engaging respondents in a mutually productive dialogue and facilitating proper segmentation. For this reason, some form of consensus needs to be achieved in order to allow both SEO and CRO specialists to reach successful results.
Some of the site-level SEO factors most likely to influence CRO are:

  • Site Architecture and Sitemap improve your site’s relationship with Google, since they allow the engine to index your pages and more thoroughly organize your content. Make sure your website can accommodate conversion paths without messing up its logic.
  • Domain TrustRank is a very important ranking factor. TrustRank is a link analysis technique described in the famous paper Combating Web Spam with TrustRank by researchers Zoltan Gyongyi, Hector Garcia-Molina of Stanford University, and Jan Pedersen of Yahoo!. SEO by the Sea tells us more about TrustRank.
  • Google indexes SSL certificates and uses HTTPS as a ranking signal. People are reluctant when offering credit card details and other personal data over the Internet. Obtaining an SSL certificate is crucial to offering assurance to customers and letting Google know that you are running a legitimate business.
  • Mobile friendly sites rank better with Google. Even before the April 2015 “Mobile Friendly” Google algorithm update, it was not unthinkable to assume that mobile friendly sites had an advantage in searches from mobile devices. Google actually displays “Mobile friendly” tags next to mobile search results.
    Google's mobile friendly tags

    Google’s mobile friendly tags


    Also, keep in mind that Google has precise standards for evaluating what constitutes mobile friendly design. Google WebMaster Central offers details about mobile friendly requirements. To assess your website’s current mobile performance, check out this Mobile Friendly Test.

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3. If Content Is King, the Webpage Is Its Kingdom

In both SEO and CRO, content is king. In SEO, this wins you links. In conversion optimization, it wins you customers. [pullquote]You should never allow technical aspects to eclipse what is truly important: compelling value propositions and meaningful brand experiences.[/pullquote]

Page-level SEO factors that will prove crucial for conversion

Using keywords correctly throughout webpages is critical when trying to improve your search engine ranking and your conversion rates as part of your online marketing strategy. Keywords must be used in:

  • URLs.
  • Title tags. Place top-performing keywords in descending order and make sure that the title tag reflects the most important keywords used on that particular page. Here are 9 best practices for optimized < title > tags (Search Engine Land).
  • Description tags. This MOZ article states, “While not important to search engine rankings, [Meta Description Tags] are extremely important in gaining user click-through from SERPs.”
  • Heading tags. The heading tag is useful in outlining whole sections of content. It impacts both the SEO and usability of websites. For information on how to use these tags, consult this article from Woorank.com.
  • The body text. Fairly distributing the keywords throughout the content is crucial. You may want your keywords to be the most frequently used elements on the page. However, do not overstuff content with keywords. Use them intelligently and always favor usability. A link or review from an established source – thanks to the quality of your content – will weigh much more than keyword density. On the other hand, keyword prominence might be an important relevancy signal. Make sure to include your keywords in snippets and in the first 100 words of your content.

A great page layout influences rankings and conversion, if not directly as a quality signal, at least by scoring in the “user friendly category.” This keeps readers coming back for more. The page layout on highest quality pages makes the main content immediately visible.
Content length. While life on- and off-line speeds up and our attention span keeps narrowing, you would expect content to get shorter in order to efficiently catch the attention of users. On the contrary, long articles rank and convert better than short ones. Review the results of an A/B testing experiment conducted by Neil Patel, demonstrating the superior efficiency of long copy.

4. Build Links, Build Trust, Build Rapport

One of the driving goals of SEO is link building. Conversion optimization deals with links mostly in terms of conversion paths. Landing pages usually do not contain links themselves other than for the call to action (CTA). However, many SEO factors concerning link building can apply to CRO in crucial ways. Here are some examples:

  • The quality and word-count of the linking content make a big difference in link value. For example, receiving a link from a 2,000+ word well-written article weighs in much more than a link from a short comment or a poorly written blog post.
  • “Poisonous” anchor text pointed toward your site may be a sign of spam or a hacked site. Either way, it can hurt your ranking and your conversion rates, particularly when the anchor texts in question are stuffed with pharmaceutical keywords.
  • If there are low-quality links pointing to your landing pages, or you receive unnatural links warnings from Webmaster Tools, you can always use the Disavow Tool. It will not remove the harmful links themselves, but at least it will eliminate them from Google’s assessment of your site.
    You have the option to disavow links

    You have the option to disavow links

  • Contextual links – links placed within the content of pages – are more valuable than links found in sidebars, footers, or anywhere else on the page. So on top of the PPC ads, try getting your landing pages mentioned in relevant content on relevant websites.

5. Your Brand Needs a Social Identity to Attract and Convert

In terms of the decision to purchase, user behavior has been shifting toward a multi-source, multiple stage process over the last few years. Regardless of how persuasive your landing pages are and how well they bring customers to the realization that you have the answer to their specific needs, your brand needs to back up its claims with a healthy social media presence and an SEO effort that encompasses social factors. Here are a few of the factors that can inform CRO specialists on what needs to be done:

  • Google officially favors real brands and real businesses, with real offices and real people, so it only makes sense they would verify businesses and brands by their website and social media location data. MOZ goes even further and suggests that Google looks at whether a website is associated with a tax-paying business.
  • Brands have Facebook pages with many likes and Twitter profiles with many followers. Moreover, serious businesses have proper company Linkedin pages. Interestingly, Rand Fishkin, co-founder of MOZ, states that having many Linkedin profiles that list working for your company will improve your rankings and might actually constitute a brand signal.
  • Social media account authority weighs considerably in SERPs, especially since social media has become a major influencer of consumer behavior. This infographic published by Social Media Today shows how social media influences consumers, the types of content that deliver the most impact, and more.
A link shared on multiple accounts will be more valuable than the same link shared multiple times on one account.

A link shared on multiple accounts will be more valuable than the same link shared multiple times on one account.

Wrapping It Up

Looking ahead, experts predict a major detachment from traditional ranking factors to a much deeper analysis of perceived site value, authority, structured data, and social signals. Automation is transforming digital marketing, turning SEO and CRO into much more precise and effective fields in the process. Ideally, within this decade Google’s services and search algorithm will evolve to a level that will allow us to fully customize our proposals according to our customers’ buying cycles.

Alexander Kesler headshotAbout the Author

Alexander Kesler is the President of inSegment, a Boston-based digital marketing and advertising agency. He is a graduate of Babson College, where he earned a B.S. in Entrepreneurship.
Feature image licensed by Bgubitz through Creative Commons and adapted for this post.

Pay-per-click (PPC) advertising can be a highly effective way to get your products in front of new prospective customers and drive sales, but only when campaigns are set up with the right touch. Depending on what keywords you want to target with your bids, search ads are generally not prohibitively expensive, but it’s easy to fall into the trap of blowing through your budget on PPC without justifying your media spend with enough sales.

The PPC management mistakes that most commonly ruin advertisers’ chances of respectable ROI involve text mismatches. All too often, an ad’s keyword settings do not match the language used in the ad’s creative, or the landing page content does not match the language used in the ad’s creative.

Search marketing spending in the US from 2014 to 2019

Search marketing spending in the US from 2014 to 2019

Why Matching Terminology Matters

Successful PPC marketing hinges on continuity across all touch points. Web searchers enter search terms into Google based on a need they are trying to fulfill. By the time users have formulated their queries as lines of text, they have already been forced to think about what they’re looking for as being specific to certain terminology. Thus, if your message is going to resonate with them, it has to use the very same terminology.
Google users naturally gravitate towards organic search results. To catch people’s eyes, your ad needs to convey that it addresses the exact issue that the searcher is trying to solve. What’s more, search terms that appear within ad copy appear in bold letters, adding to their visibility and click-throughs.
When people click on the ad, they are expecting to find a matching solution on the other end. You know that dirty feeling you get when you click on a content headline that over-promises and the article ultimately under-delivers? That’s a similar feeling to what happens when there’s a disconnect between search ad copy and landing page copy.
When you get that feeling, you’re unlikely to do business with whoever gave it to you. And that’s why it’s so important that the landing page refer to the exact need at hand and offer an appropriate solution, all using the same terminology. This is one of those landing page best practices that tends to be right every single time.

The Power of Maximized Continuity

Lack of continuity will result in customers leaving your conversion funnel before opting in to your lead capture offer or purchasing your products.
If a customer searches for “cyan polo shirt summer sale” and you show him an ad for “men’s clothing,” he is not likely to click on it, even though your online store might very well offer cyan polo shirts in the men’s section. Even ad creative touting a “blue polo shirt” product won’t perform as well as the phrase “cyan polo shirt” would – the closer to an exact match you can get, the more effective your ads will be.

Use the word "cyan" to describe the color of this shirt, not just "blue"

Use the word “cyan” to describe the color of this shirt, not just “blue”

The same principle applies to matching ad copy with landing page copy. If your ad promises a “cyan polo shirt summer sale” but you send people to your homepage, where there are 25 different apparel products being showcased and no trace of any type of sale, the visitor is likely to bounce out extremely quickly.

Customized eCommerce Text Variations

Using standardized language across your website is necessary to maintain an atmosphere of professional polish and so that your internal search engine will work well. On the other hand, when you set up your search ad campaigns, you should be performing some extensive keyword research to reveal all of the alternate wording that people use for the same thing.

Going back to the same example, you may learn that people often search for polo shirts that are “sapphire,” “teal,” or “turquoise,” which are all reasonably close matches to the “cyan” that appears on your product pages. It totally makes sense to bid on ads to appear on search results for “sapphire polo shirt,” but in cases like these, you may want to create alternate versions of your product pages that only visitors referred by this specific ad will see.

Just make sure to keep these variations out of sight of the search engines, so you won’t get penalized for duplicate content – and out of sight in the website navigation, so visitors do not get confused.  KISSmetrics explains how to make sure that variations don’t get indexed.

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Dynamic Keyword Insertion

A helpful tool in this process is a Google Adwords feature called Dynamic Keyword Insertion (DKI). This tool will adjust your ad text to reflect keywords in the user’s search, potentially accomplishing the same goals we just discussed.

Wordstream ran a case study testing the effectiveness of DKI with a client, and found that using this strategy had the following results:

  • Impressions dropped 6%
  • Click-through-rate (CTR) increased by 55%
  • Conversions increased by an incredible 228%
DKI more than doubled conversions

DKI more than tripled conversions

The results speak for themselves.

In the context of continuity, the key is to have a very small number of keywords in your ad groups. For top performers, you may even want to use Single Keyword Ad Groups (SKAGS).

Customized Lead Capture Page Variations

If your offer is for a service, a B2B product or something otherwise relatively expensive, then you don’t need to send visitors to ecommerce-integrated product pages at all. In these cases, a sparser landing page is likely to perform better, and it’s easy and inexpensive to create new versions of your landing pages for each keyword combination that you bid for.

Landing pages like these are generally aimed at capturing leads rather than driving sales, since major purchases require more pre-sale relationship building to establish trust and to educate prospects. Many of the better marketing platforms available in the open market offer modules for both landing page creation and autoresponder marketing emails.

If lead capture is your goal, focus your Adwords strategy on your prospects’ pain points rather than your offer’s specifications. For instance, a financial consulting firm could run PPC ads for the search term “family budgeting help” or “debt advice.” These ads could lead to landing page variations for each search term, with each one offering visitors the option to download an eBook that provides practical tips on family budgeting and saving money on household bills.

A campaign of this type takes into account that the prospect is having trouble balancing his or her household budget, and it offers a quick and easy solution that also positions the advertiser as a trustworthy expert in the field of family finance. This paves the way for follow-up messaging.

Another benefit of this type of hyper-specific targeting is that it allows marketers to segment the entire customer journey and serve up nurturing emails that match the subscriber’s specific interests. A post-campaign analysis of the relevant conversion data can reveal which segments represent the advertiser’s most valuable customers, thereby informing subsequent marketing strategies.

Doesn’t Have to Be a Bottomless Pit

You do need a landing page for every important ad, but that doesn’t necessarily mean you should set up hundreds of landing pages. Instead, focus your campaign on a select number of lead nurture audience personas (three or four) and create an ad that’s optimized to speak to each one of them. Create a unique landing page for each of these ads and set up an autoresponder to send follow-up emails with relevant content to each persona.

If you’re marketing an ecommerce property with a diverse product line and a shopping cart system, start by trying these tactics for just a few products. If it serves you well, then you can focus on making your work flow scalable down the road.

PPC campaigns that are set up for maximum terminology variations are likely to enjoy boosted conversion rates and revenues, so that ad dollars are less likely to go to waste.

Keep improving your paid ads: Google Ad Extensions to Improve your Customer Acquisition Efforts

About the Author

Jacob McMillen is a freelance copywriter and content strategist. He enjoys working online and pretending to think in his spare time. Follow him on Twitter @jmcmillen89.

Graph image by Statista (via Skitch)

One of my most requested and highest rated presentations for online sales is The Chemistry of the Landing Page. It’s part of our Conversion Course.
The elements combine to make an effective landing page. Here’s the equation for a successful landing page:

Our tried and true formula for a landing page uses several elements from our periodic table of conversion optimization.

Our tried and true formula for a landing page uses several elements from our periodic table of conversion optimization.


This formula tells us that an effective landing page takes a Web Page (Wp), adds an Offer (Of), a Form (Fm), an Image (I) of the product plus Proof (Pr) and Trust (Tr) to get the visitor to take action. You may ask, “Where did these elements come from?”
We have a palette of things to work with that help us when we’re developing marketing campaigns that deliver sales, leads and subscribers. For us, it’s like a game.
This chart provides a vocabulary and methodology to work through ideas for higher and higher converting online properties. You’ll find it in our Landing Page ROI Checklist, which you can download for free.
Now you can play.
Download the Elements of Conversion Optimization PDF, cut out the elements, and start having some fun.
Choose from a colorful palette of elements when writing, designing and strategizing for conversions.

Click to Download a colorful palette of elements for writing, designing and strategizing for conversions.


We want to create a reaction with our visitors. See what I did there? When optimizing for conversions, we don’t want visitors to interact, we want them to react.

Start with the Basic Elements

These core elements are found in every reaction.

These core elements are found in every reaction.


If we cut out Motion (M) and Image (I) to create a powerful kind of content.
It's simple to combine elements to make new elements. Adding Motion (M) to Images (I) gives us Video (V).

It’s simple to combine elements to make new elements. Adding Motion (M) to Images (I) gives us Video (V).


Video (V) is found in the table under Content. Not all video is created equal.

Fun with Content

The set of elements in the Content section are powerful resources for getting visitors to take action.

Content comes in many forms, including the more interactive type.

Content comes in many forms, including the more interactive type.


The bottom row of Content is interactive. It engages the visitor in unique ways.
If we combine all of the basic elements plus a very special kind of content called Music (Mu), we get the recipe for an explainer video for our business. Explainer videos include the features and benefits of our product or service.
An explainer video requires a variety of content to be successful.

An explainer video requires a variety of content to be successful.

Pick a Container or Two

Where does this explainer video live? We can place it onto a web page or a Social Network (Sn) like YouTube.

Containers are the places where we mix our elements to spark reactions that generate new elements.

Containers are the places where we mix our elements to spark reactions that generate new elements.


 
We can load our video onto YouTube, which is a social network.
As a Social Network (Sn), YouTube can turn Video content into  Attention (Att) a semi-precious metal.

As a Social Network (Sn), YouTube can turn Video content into Attention (Att) a semi-precious metal.


We’ve generated some precious attention as well as two kinds of User Generated Content, Comments and Likes. User-generated Comments (Cm) amplify the amount of Attention (Att) your business gets from a social posting.
This doesn’t get us much in the way of conversion. We may get some social content and some awareness, some Attention. For the sake of conversion, we need visits to our website. We need Traffic.

Dealing with the Precious Metals

Our main goal when combining elements is a bit of alchemy. We want to generate precious metals, Sales ($) and Leads (Pb). Those of you familiar with the periodic table of elements should get why I chose “Pb” for Leads.

Online sales is only one precious metal that can be generated.

The Metals represent our most valuable elements.


The precious metals represent some sort of conversion: a suspect to a prospect, a prospect to a lead, a lead to a sale. We’ll be doing more with the precious metals in future articles.

The Offer Leads the Conversion

The content that invites visitors to take action is an Offer of some kind. We can add the offer to the video or to the page. In a social network like YouTube, we don’t have much control over how offers are displayed on the page. Adding the offer to the video is considered a best practice in all situations.
The offer magically turns attention into traffic.

Putting an Offer in front of our attentive viewers can generate traffic for us.

Putting an Offer in front of our attentive viewers can generate traffic for us.


I told you this was going to be fun. However, when we start asking visitors to do something, we introduce some contamination into our reaction.
The Traffic has to have someplace to go. So we can use our handy equation, shown above, to create a landing page.
When we combine our traffic with an effective landing page, sales and leads are created.

When we combine our traffic with an effective landing page, sales and leads are created.


When playing the conversion game, we want Leads and online Sales as our reward. Qualified traffic plus an efficient landing page can deliver that for us.
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The Inert Gases Get in the Way

If our video is longer than it is entertaining, we may generate a contaminant called Bordom (Bo). If we spend more time talking about our business and products than solutions for our viewers, we are generating Melium (Me). If we go on and on, we’re generating Hot Air (He).
All of these can generate the most disappointing contaminants, called Abandon (Ar). We give it the same symbol as the element Argon (Ar), because when someone abandons your content, they “Are gone.”

The Inert Gases just get in the way of our reactions and our conversions.

The Inert Gases just get in the way of our reactions and our conversions.


We can see these contaminants in our analytics. Here’s the attention graph for one of our explainer videos. This graph tells us what percentage of visitors are watching at any given time (blue line). The red line indicates replays of portions of the video.
Here is evidence of Inert Gases in the data from our explainer video.

Here is evidence of Inert Gases in the data from our explainer video. You be the judge.


At the beginning, we lose those viewers who are just in the wrong place, though viewers abandon the video throughout. There’s a place where we spend too much time drawing because we like to draw. This is producing Hot Air (He). Toward the end of this four-minute video we see evidence of Bordom (Bo). We should shorten things up.
Then, at the end, when we make the Offer (Of), we see some abandonment due to Melium (Me). We’re talking about ourselves at this point.

Adding Some Catalysts

Catalysts don’t actually react with anything, they help the other elements react faster, hotter or more efficiently. You shouldn’t buy our product just because others have, but social proof is a key motivator in many reactions. It’s a catalyst in our message. Search Engine Optimization (Seo) is invisible to the reader for the most part, but it can catalyze a page to create more Traffic (Tf).

Catalysts make reactions faster, hotter and more efficient.

Catalysts make reactions faster, hotter and more efficient.


Videos are great for Storytelling (St), so this might be a great catalyst for our explainer video. We know from our landing page formula above that Proof (Pr) and Trust (Tr) are important and should be included in our landing pages.
On our blog, we’ve used Gamification (Gm). Using a badges as a reward, we encourage visitors to come back and read more. This addition that has accelerated the growth of our subscriber list and traffic.

Our Explainer Video

We chose to put our explainer video on a landing page with an offer and a form. There is also an offer in the video. We transcribed the soundtrack to provide text for the page.
The formula is this:

explainer video formulas

The formulas for our explainer video Not how elements from one reaction feed another. See the landing page.


The traffic comes from this page and our weekly educational email, which you should subscribe to.

A Checklist for Effective Online Sales

These equations are your checklist for producing effective marketing. It also allows you to have some fun mixing and matching elements that may not seem to go together.
Download the PDF, cut out the elements, and get creative about how you make your online properties more profitable.
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What are you doing today to ensure that your business brings in a continuous flow of qualified leads on a daily basis? Do you have a refined procedure, or are you throwing content out into the abyss of the interwebs with fingers crossed, hoping to score new leads and make some money?  If you can’t map out your strategy and don’t know where to fine tune the rough edges over time, chances are your business won’t be around for long. At Conversion Sciences, we take the time to build blue prints, formulate hypotheses, test strategies, and analyze data to keep our business and clients growing and moving forward.

Optimizing our content strategy, we’ve found takes an important attention to detail, consistency, and patience to bring in quality business. If you’re ready to accelerate and improve your lead generation strategy, you must first understand the path you took to close the deal with your first clients or buyers. Who was the person you engaged with? What was their job description and social interests, and why were they an ideal lead?

Knowing this can help you understand who your target audience is and how to reach them on social media. Does this lead attend a specific type of conference or event each year? Do they read a certain publication or regularly visit an industry website?

Once you have identified your target audience, you can begin implementing advanced techniques to grow your business. Here are ten ways to enhance your social media lead generation strategy.


 

Choosing the Right Social Media Platforms for Lead Generation

Don’t invest time and money into every social media platform until you know what will work for your business.

The key to social media is not just a presence, but how followers engage with your brand and if those followers turn into leads.

If you’ve already established a presence on all platforms, see how your traffic correlates with each social site via Google Analytics or a comprehensive social media sharing software like Oktopost that allows for conversion tracking. What sites are bringing you more traffic and leads?

Based on our conversion tracking efforts using Oktopost, we can track how many leads are generated in each social network. We consider leads to be anyone who joins our email list, downloads a report, joins our blog course, or fills out a contact form. Last month we created a campaign that offered a free report for the higher education marketplace. Our large Twitter audience brought in the most clicks and leads. However, our data tells us LinkedIn leads convert at a higher rate than Twitter leads. We’ve begun focusing more on LinkedIn as a result.

For a clearer perspective on how to choose the right social platforms for your business, we recommend reading these tips from Wishpond.

Educating Your Buyer: Reports and Whitepapers

By offering free white papers, reports and ebooks are a great way to make your prospects experts at buying your products. They are also a great way to create email lists to better segment your audience. Pragmatic Marketing says, “if you provide something of value to prospects, they will give you their respect, time, loyalty, and ultimately their business.” If only it were that easy.

The cost of creating content is falling as the web gobbles it up. We use blog posts to test topics of interest to our audience. We will prepare a live presentation or webinar on hot topics. These presentations get cast into case studies, blog posts, reports and social media posts.

But writing a report simply isn’t enough. Targeting your whitepapers to the right audience is of utmost importance and can be done in several ways, including Facebook Ad remarketing, LinkedIn Groups, or Twitter hashtags and discussions.

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Why LinkedIn Groups Are Lead Hotbeds

A hotbed is defined as “a place or environment favoring rapid growth or spread”. In our recent research, we’ve discovered LinkedIn to be a valuable hotbed for B2B lead generation, particularly when it comes to engaging with LinkedIn Groups. In the past, most marketers or brands were taught to create a main page where all content would be shown to followers or ‘likes’. In recent years, we’ve seen a surge of engagement and activity in social groups with defined interests and demographics due to the change in algorithm from Facebook and LinkedIn updates.

Now LinkedIn Groups have been a hotbed for Conversion Sciences when it comes to generating new leads or subscribers. A few months ago, we launched our industry report for Higher Education Marketing and created a comprehensive campaign targeted to Higher Education professionals. By researching groups and engaging with members, we were able to build relationships and grow our lead pool in just a few months.

Screenshot 2015-06-16 20.10.07

By researching groups, and engaging with members, we were able to build relationships and grow our lead pool in just a few months.

At the end of the campaign, we generated a total of 24 leads in under a month; 80% of those leads were from Higher Education Facebook groups we engaged and shared content with. However, always remember that

one of the most important ways to gain new customers is to create an authentic relationship

. Groups are not for spamming or sharing irrelevant content.

How Ad Targeting and Retargeting Builds A Lead Magnetic Field

Did you know the Earth produces its own magnetic field which is important in navigation? It also shields the Earth’s atmosphere from solar winds that are capable of destroying humanity as we know it! When it comes to lead generation, you should think of your business as the Earth, Facebook Ads at the magnetic field, and your competition as the solar wind.

Facebook Ads will help discover and navigate your leads to your lead-generating content, and bring them back to “Earth,” aka your business. Let’s say you were a software company looking to draw attention to a new service targeted to apparel companies. You could create an ad directed toward people who like specific pages, job titles, and keywords, or install a Facebook retargeting pixel on your website. This will help a potential lead see your ad immediately over the duration of your campaign.

Take Google Fiber for example. I was recently referred to its site by a friend who mentioned it will soon be available in the Austin area. I snooped around the site but lost interest, since it isn’t making itself available in my part of town. In the days following my visit, this is what I saw in my Facebook News Feed.

I saw a retargeting ad about Google Fiber when I logged into Facebook

I saw a retargeting ad about Google Fiber when I logged into Facebook

Fancy schmancy. It’s a Retargeting Ad! The fun stuff happens when I click on the “Sign Up” button. I’m directed to a landing page to enter my address to see whether Google Fiber will be in my neighborhood. Total bummer though: it looks like they won’t be available for a little while, so I decided to sign up for their email list. Guess what? I’m a lead now.  Not exactly a bummer for Google Fiber. We recommend Facebook for Business for further insight on how to create the perfect campaign.

I'm now a lead because I've signed up for alerts

I’m now a lead because I’ve signed up for alerts

Mapping Out Your Traffic Using Hashtag Targeting

Hashtags are the perfect place to find new business. By doing a simple hashtag search, you can find various tweets and discussions that direct you to new leads. Think of them as the magnetic field lines that map out all directions of the magnetic force. Hashtags direct content to communities, who in return will engage (like, comment, and share content). Let’s go back to the Higher Education report data. On Twitter, we found several hashtags corresponding that to this topic including #higheredmktg #hemktg #highered. This puts us in direct contact with many professionals we engaged with through content marketing.

Take for example our hashtag streams we created on Oktopost when targeting our Higher Education Report to industry professionals. We’ve created a comprehensive directory of conversations aimed at this topic. In it, we were able to locate specific professionals we could engage with and place our brand in front of by participating in their discussions. Look at this! @markhoddell works for the University of Chester in the Marketing Department. Potential lead? We think so! If you’re not taking part in hashtag targeting, the time is now.

Screenshot 2015-06-16 20.32.32

Learn more on Hashtag.org.

Juicing Your Lead Generation With Content Marketing and Blogging

Building reports or whitepapers, and launching them with comprehensive organic and paid Facebook Ad strategies, is just the tip of the iceberg in online lead generation. But, how can you continue to engage your community and build your customer base without reloading them with offers or retargeting ads?

By implementing an enriched content strategy in your marketing funnel, you will intrigue and entertain your audience, as well as leave a footprint online that will increase your organic SEO and reach. Infographics, videos, images, and podcasting are just a few content ideas that drive traffic. Think of your entire content marketing strategy as the great magnetic force that pulls in new leads. The strength of that force determines on the strength and creativity of your content.

Screenshot 2015-06-21 17.29.42

According to a recent study by the Content Marketing Institute, only 48% of businesses have a documented Content Strategy.

A recent study from the Content Marketing Institute and Marketing Profs states that over 80% of B2B respondents use Content Marketing in their business practices, yet only 38% of these businesses say their strategies are effective. However, the study also indicates that 48% of these businesses were not documenting their strategies effectively. In the end, there’s no way of telling what practices are showing results, or hurting business. Here are a few creative examples on how we incorporate content marketing elements in our online lead generation strategy to ensure maximum results.

Webinars

Webinars offer exclusive information and help grow your email list and lead base. LinkedIn groups are the perfect foundation for generating new leads through webinar promotion. You can target groups based on your field of expertise, or type of audiences you aim to reach. This avoids spammy sales letters and overbearing ads. WebinarNL says, “webinars generate a lower cost per lead and high level of engagement with prospective clients.” They also detail several benefits to hosting webinars including:

  • Direct contact with your target group
  • Reaching your target group both live and afterwards
  • Interaction with your target group
  • How webinars save time and money

So, we decided to put this statistic to the test and hosted our very first webinar “UX vs. CRO: The Digital Fight of the Century” As a special incentive for attendees, we had them ask several questions on UX or CRO. The people with the most creative questions won a free website evaluation from Brian Massey himself.

After an extensive social media promotion, we were surprised to find 212 conversions in just 20 days of implementing our content strategy.  That’s more leads in a short period of time than any other strategy we’ve executed. So ask yourself, “What benefits do webinars offer your business?” To see how our first webinar panned out, watch the webinar replay.

Screenshot 2015-06-21 17.52.40

Data from our most recent webinar “UX vs. CRO”

Screenshot 2015-06-21 17.52.31

Conversion Data from our most recent webinar “UX vs. CRO.”

Podcasting

Perhaps the most underrated form of generating new business leads comes from podcasting. It’s free and accessible, and makes radio quality audio shows available for download through an RSS feed to a computer, MP3 player or mobile phone. Listeners only have to subscribe to a podcast once.

First, you’ll need to conduct a keyword search that will get your content noticed in the podcast world. Then, be sure to create short blogs of no more than a few sentences to capture the reader, launch your podcast, and have them listen.

Interviewing an industry expert or hosting a panel debate can help maximize reach and listeners. Be sure to keep discussions focused on topics you can actively talk about with your leads. This is the perfect way to begin establishing yourself as an industry thought leader.

“The goal of the business podcast is to create a conversational thread that you can pick up with your lead on the next call,” says Benchmark. Think of this as a first experience with future customers. You are building trust and proving them with valid information to nurture a business relationship. Again, podcasts are easy to market via LinkedIn groups, hashtag targeting, and Facebook Ads. Also, fan page Apps like 22Social help incorporate podcasts into your Facebook page so followers can listen in.

Guest Blogging

What does your business specialize in? Moving, fitness, prepping, or social media marketing? By writing as a guest blogger, not only will you be showing off your knowledge, but it adds credibility to your business and brand, while introducing your chops to an entirely new audience. This also gives you the opportunity to grow your social media following by adding social follow-back buttons or a Twitter handle to your posts.

Begin by creating a list of publications in your niche market that offer guest blogging and dive into what kind of content they are pitching.

KissMetrics layouts three important goals for Guest Bloggers:

  1. Positioning yourself as an authority and well-known name in the industry.
  2. Getting exposure (traffic) back to your website.
  3. Building backlinks to your website.

Again, you want your potential customers to know that you are an expert in your field, and in the process you’ll be increasing traffic back to your site. We recommend reading KissMetric’s Ultimate Guide To Guest Blogging for more insight.

Video Marketing

Did you know 80% of internet users recall watching a video, and 46% of those viewers actually take action after watching the ad? Now, YouTube is making it an even more refined tool through annotations. By implementing annotations in your videos, you can direct viewers to a landing page on your website where they can sign up for your services, download a free report, etc. YouTube Ads also amp up this strategy, especially since they easily incorporate with your Adwords strategy.

Let’s take this Heineken YouTube Ad for example. Apparently, the internet knows that people like me – people who are my age, have my interests, and share my browsing and search history, for instance – love beer. Again, this is the whole idea of remarketing.

As I’m watching this ad, what do I see in the corner of the video? It’s an annotation that says “Visit Advertiser’s Site”. Since I’m curious, I click on the link and low and behold, I’m on their site and enter for a chance to win in their sweepstakes.

Screenshot 2015-06-09 19.22.19

The sad thing is, the campaign was over before I landed on the page, and Heineken missed its chance to get me on its list. Will I see a remarketing ad in the future? Possibly!

Screenshot 2015-06-09 19.29.57

Are You Ready To Map Out and Fine Tune Your Lead Strategy?

So what will you do today to insure that your business brings in a continuous flow of qualified leads on a daily basis? Can you begin to map out a refined procedure? Remember, don’t just throw content out into the world and expect a beanstalk to grow in your backyard overnight. The business world is not a fairytale.

If you incorporate just a few of these social media strategies into your overall lead generation plan, not only will you be able to grow your business, but you will start a snowball effect that brings in new prospects for the long term. Now put your thinking caps on and start outlining your strategy, or if you’re looking to generate more B2B leads watch our latest webinar.

If you live in Chicago, we’re bringing one of our most important presentations right to you.
If you don’t live in Chicago, may I suggest you get that Ford Fairlane lubed and tuned up for a road trip. You’ll want to be there on June 2.
We’re going mobile to spread the results of our testing on the mobile web. It’s one of the most important presentations we’ve done because the mobile web is changing fast.

CRO-1 with Labels ghostbusters ambulance

Conversion Sciences is Road Tripping to Chicago June 2.


 
We know a thing or two about your mobile marketing. Your Mobile traffic is probably one of your fastest growing segments. It converts at depressingly low rates. You have probably decided to focus your efforts on the desktop for now.
We were there once, too.
Come see the most interesting and lucrative things we’ve learned about mobile conversions from tests across industries. You’ll learn you how to avoid common conversion-killing “mobile best practices”, write CTAs that get mobile visitors to take action and employ simple UX tricks that will keep those CTAs constant without distracting or irritating visitors.
You’ll also get tips for bridging the 1st screen to 2nd screen gap, maximizing phone leads from mobile visitors and building forms that mobile visitors will actually complete.
You’ll leave this sessions equipped to make smarter decisions about your mobile experience.

We Get a Special Discount

We get a special discount since we’ve got the awesome wheels. Don’t tell our hosts at Unbounce that we’re sharing this code with you.

conversionsciencessentme

You better sign up before they get wise. This code lets you in the door for $149.50. That’s 50% off the already ridiculous price. You can use it here. Yes, it’s a damn long discount code. Copy it to your clipboard.

Did I Mention the Other Seven Awesome Speakers?

No? Well you can’t beat them. You should check them out after you’ve registered to see us.
Speaker Image

We’re worth the $149.50 admission, but you also get these bright people.

Come see us in Chicago, or wait to see these great speakers at one of the overblown and expensive conferences in some far away city. Your choice.
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Last year, Austin, Texas declared itself the Conversion Capital of the World with some stiff competition.
It turns out that, this year there is even more reason to support this very scientific and not-at-all-biased claim. We’ll be sharing our updated list of Austintatious website optimization pros on CRO Day, April 9.
[pullquote]Clearly, the quality of breakfast tacos and microbrews are determining factors for how optimizers choose their city of residence.[/pullquote]
Website optimizers aren’t your typical marketer. In our roundup, each one will tell the story of how they were drawn, pulled or tricked into conversion optimization.
Subscribe to The Conversion Scientist. Don’t miss this Ausome list.

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Ironically, CRO Day was declared by the crew at Unbounce, a respected but decidedly “ain’t in Austin” company. Despite that, we think that you should be online for this event. We will participate.
Two days until International Conversion Rate Optimization Day
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breakfast tacos by goodiesfirst via Compfight cc and adapted for this post

As content writers, we’re trying to persuade others to see our point of view – to agree with us. Regardless of whether it’s to click on a link or to purchase a product, we want our writing to influence others in a positive manner.

To write in an engaging and persuasive way is an art form – it’s elegant, refined and exercises discernment. And it’s worlds apart from the distasteful, strong-arm tactics employed by spam marketers.

Crafting content that influences isn’t necessarily hard, but it does take a bit of practice. So, without further ado, let’s have a look at five key elements that contribute to successful and persuasive content writing.

1: Be an Expert

Few things are more influential than the opinion of an expert. Why? Because true experts know what they’re talking about. It’s clear in their authenticity and transparency. Experts don’t use fluffy filler material in their persuasive writing, and they don’t try to distract the reader with gimmicks.

If you want to establish yourself as an influencer in your niche, you need to be the premier expert in your field. You don’t need a degree or years of related experience, but you need to demonstrate that you’re a specialist. You want to be so knowledgeable in your particular market that your content is oozing with confidence and certainty.

Note the word specialist.

Experts don’t try to cover all the bases, and they don’t pretend to know everything remotely related to their topic.

They specialize in one particular aspect or angle, and by sharing their knowledge they become an authority. And authority bestows persuasion.

La Carmina, a very successful travel blogger self-describing her approach as “spooky-cute”, embodies this idea to perfection because her success is not the result of trying to be all things to all travelers. Her advice? “Be niche. Don’t be afraid to focus on a specific topic or audience…” Read more of her suggestions for being a specialist on the Huffington Post.

La Carmina. "Welcome to my spooky-cute world of travel, tv and fashion. Busienss inquiries: gothiccarmina@gmail.com

La Carmina Travel Blog specializes in “spooky-cute” travel.

2: List the Most Important Information First

Writing persuasive copy for web pages is similar to that of writing news articles. That is, the most important information comes first – which is quite different from writing an essay or a short story. Journalists refer to this method as writing in an inverted pyramid, and it starts with the most relevant points which are then followed by related details and background information.

In this manner, you have the opportunity right at the start of your post to motivate your readers to continue on to your benefits, features and call to action.

By highlighting the outcomes that you or your products can provide at the beginning, you’ll give them a clear understanding of the big picture. Don’t wait for the conclusion of your piece to deliver the vision they want, because they’ll be long gone.

Gregory Ciotti at Unbounce gives a great example of this idea in his post on how research can affect the way we write copy. He captures the essence of his entire topic in the second sentence, leaving no doubt in the readers’ mind about whether reading the post will be beneficial or not.


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

FREE: Click to Download

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The power of Three

3: Give Your Readers Reasons Why

Written or spoken, few words are more persuasive than the word because.

In her book Mindfulness, social psychologist Ellen Langer clearly demonstrated that people are more likely to comply to a request if they’re given a reason via the word because. Even if the reason is redundant or doesn’t make sense!

Another persuasive word to work into your copy is imagine – asking your readers to imagine their desired outcome is a safe alternative to asking them to take action. It’s make-believe, so their inner gatekeeper (the voice in our head suspicious of others’ motives) won’t be inclined to object. And getting your prospects to imagine themselves in happy situations is a powerful influencer.

At Enchanting Marketing, Henneke shows us how to master this element with the words ‘because’ and ‘picture’ right in the introduction of her post (picture being a synonym of imagine). She first suggests we may be making a mistake in our web writing, then gets us to picture a client clicking where we want them to and finally shows us ‘why’ we’re making the mistake – with the word because.

You can’t help but continue reading, and for web content, that’s a big deal because, as Henneke says, you are writing for people who probably aren’t going to read what you write.  People don’t read articles all the way through online like they do in print.

Picture your customers as wild animals when you write copy suggests Henneke Enchanged Marketing

Picture your customers as wild animals when you write copy suggests Henneke Enchanged Marketing

4: Benefits First, Then Features

This point may seem a bit counterintuitive, but only because you know your products or services so well – still, you need to remember that your prospects don’t. Keep in mind that they’re looking for specific outcomes.

It might help to think of the benefits as the outcome they desire, while the features are part of the solution to their problem. For example, “You can look like a supermodel in two weeks with our Magic Pills – no need for diets or exercise!” The benefit is looking like a supermodel in two weeks. The features are no dieting or exercising.

By succinctly outlining the benefits first, then the features, you’ll generate greater interest in your clients’ minds.

Brian Clark shows us how to successfully highlight benefits, and to differentiate between benefits and features, with the ‘forehead slap test’ in this great post on Copyblogger.

5: Write for Scanners

It’s important to remember that most online consumers are scanners first and readers second. To persuade your prospects actually to read your content, use some of these eye candy elements to draw them into your article:

  • Headings and subheads, relevant and on topic
  • Bullet lists to highlight benefits and features
  • Font variations, bold, italics, and colored links
  • Short sentences and short paragraphs, each with one idea only
  • Images and infographics
  • Memorable captions

Case Study

Alex Turnbull at Bufferapp expertly includes all five of these elements in his post on research-backed content.  You’ll notice that:

  1. He establishes himself as an expert on writing persuasive content with solid research, and results, to establish his status.
  2. The most important information is listed first. The graph shows us that a headline that includes research received a +40% increase in click throughs.
  3. He gives us the reason ‘why’ in a big way – right there in the first sub-header: “why you should write research-backed content”.
  4. The benefit is shown in a graph demonstrating the increase in click through rates.
  5. The post is easily scanable. Lots of relevant subheads, graphs, images, bold and colored fonts. And the sentences and paragraphs are short and concise, with a memorable caption: “ROI is about the MECHANIC using the tool.”

With a bit of practice in applying these key elements, you’ll be successful at writing persuasive content that your readers will understand and appreciate – and that’s a winning situation for everyone.

In 2014, we declared Austin, Texas the Conversion Optimization Capital of the World. We will be updating our yearly list of Austin’s greatest conversion minds on CRO Day, April 9. Subscribe and see if you agree.

If Austin is the conversion capital of the world, it was a supernova of conversion optimization brilliance this past week when the Conversion XL Live conference was held here. Luminaries from around the globe converged here for a program that covered topics from landing page design to “bandit” algorithms.
I learned a lot.
Here were some of the highlights for me.

The Dame, The Detective and the Double-cross

The Detective BogartI used Humphrey Bogart detective movies to illustrate that conversion optimizers use a variety of data sources to determine what to test and what not to test.  The femme fatale will appear in the detective’s office and pose a problem. The salty detective will investigate, looking for clues. If he’s not careful, he can be double-crossed by the data.
[pullquote position=”right”]For a data detective, the initial hypothesis is the “dame’s” story. Of course, she is hiding something.[/pullquote] He must find clues to tease out the truth using alternative data sources. He can use post-test analysis techniques to make sure he wasn’t double-crossed by his data.
Some of the alternative sources I discussed were:
Aggregated Behavioral data like Google Analytics and AB Testing Tools.
Aggregated User Interaction data like click tracking tools and form-tracking tools.
Individual User Interaction data, like session recordings, ratings and reviews data and live chat transcripts.
Self-reported data, such as surveys and online feedback.
Customer knowledge, often found by interviewing sales and customer support people.
When you prioritize hypotheses that have lots of support in data, you keep yourself from being double-crossed by unexpected results.

Mobile Website Design

We believe that the mobile Web is like the desktop Web in the 1990s: we will look back and laugh at the choices we are making today.
Amy Africa has done a lot of testing on mobile websites, and gave us a flood of Mobile Web 2.0 tips. My notes were extensive, but some of the her revelations were surprising.

        

  • Don’t think in terms of pages. Think in terms of screens and scrolls.
  •     

  • Make your “action directives” (action buttons, search options, etc.) big and bold.
  •     

  • 80% of mobile success is having the right navigation.
  •     

  • One third to one half of mobile visitors will use search. Design search results pages as if only three items will be seen.
  •     

  • Mobile forms are abandoned more often on mobile.
  •     

  • Email is of even bigger importance with mobile users than desktop users.
  •     

  • Social logins can reduce abandonment if done right.
  •     

  • “Oversell the phone number” in the purchase process.
  •     

  • Responsive design comes with a mobile performance hit.
  •     

  • Transfer mobile visitors to the desktop by sending email or text.
  •     

  • Email will make up for deficiencies in the mobile experience.

She introduced me to some new terms, including “donuts”, “spreaders” and “cart hoppers.”
It’s clearly an exciting time in the mobile world.

Predictive Analytics and Machine Learning

Matthew Gershoff introduced us to the world of predictive analytics and machine learning.
Optimization = Learning efficiency + Applying the “best” learnings
New tools, such as his company Conductrics provides tools that use the key ingredients of optimization.

        

  1. Setting goals
  2.     

  3. Sensing the environment, usually through analytics.
  4.     

  5. Having the ability to act and execute on learnings.
  6.     

  7. Observing outcomes.
  8.     

  9. Learning the decision logic of visitors.

These ingredients are the basis for machine learning.
He recommended courses on VideoLectures.com to get up to speed on machine learning and artificial intelligence.

Conversion Maturity Model

Brooks Bell was interviewed by conference host Peep Laja about the Conversion Maturity Model that defines how advanced an organization is with respect to optimization.
Her namesake company surveyed 300 companies, rating them on six criteria.

        

  1. Culture
  2.     

  3. Team
  4.     

  5. Tools and Systems
  6.     

  7. Process
  8.     

  9. Strategy
  10.     

  11. Performance

The executive sponsor at a company is key to the success of the optimization effort, she pointed out. Very true.

Conversion Optimizers from Everywhere

Austin truly was the Conversion Supernova of the World.
In from Vancouver, Oli Gardner of Unbouce took us through the rules of good landing page design. He provided us all with some free tools to help us evaluate our landing pages and forms.
André Morys runs one of the largest conversion optimization companies in the world. He’s both hugely entertaining and German.
Michael Aagard flew in from Denmark to share some of his most embarrassing testing mistakes and his triumphs.
Yehoshua Coren is a cross-cultural phenomenon as the Analytics Ninja from Israel.
Lukas Vermeer traveled from The Netherlands to share his conversion challenge game, So You Think You Can Test?
Michael Summers of Rockville, MD showed us the powerful insights to be gained from eye-tracking studies.
Anita Andrews showed us how using the wrong goal will result in poor testing decisions.
You should be at ConversionXL Live next year.
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Tim Ash coined the term “Big fat bouncers in your brain” during an interview on his Landing Page Optimization podcast that he and I were on.
I love the image that phrase draws to mind, because it’s true.
The bottom line is this: If you want your message to affect and influence your readers and listeners, you must get past the big fat bouncers in their brains.
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Writing Killer Copy: Getting Past the Bouncers in Your Brian

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I’ve introduced you to these two bouncers and telling you how to write copy that gets past them.
Why register now?
Find out how Betabrand achieved 432% growth for products nobody was looking for.
Get my real definition of “copy”.
See revealing brain scans. We all love brain scans.
Discover my fool-proof method for great copy.
Find out what business porn is and how to create compelling images.
As always, we have FUN doing these.
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Writing Killer Copy: Getting Past the Bouncers in Your Brian

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